Study: Name-Brand Dieters Most Valuable to Retailers

Devotees of name-brand diets spend more than $3,400 on groceries each year, while those sticking to low-fat foods spend just over $800, show the findings of a Catalina Marketing study.

Jan 19, 2010

ST. PETERSBURG, Fla. — Devotees of name-brand diets spend more than $3,400 on groceries each year, while those sticking to low-fat foods spend just over $800, show the findings of a Catalina Marketing study.

“The goal for CPG brands becomes less about selling to as many shoppers as possible and more about encouraging high purchase volume from a relatively small core audience,” said Sharon Glass, Catalina Marketing’s group vice president of health, beauty and wellness, in a statement. “By communicating with each consumer based on individual preferences, loyalty is sustained and real profitability is recognized.”

Among the segments that retailers should be cognizant of are a group deemed Devoted Dieters who possess the most value for retailers in terms of weight-management food purchases. Members of the group spend $1,244 on weight-management products, which make up 38% of their grocery bill, according to Catalina.

A segment called Healthy Habits is most likely to purchase weight-smart food brands and products like soy, meat substitutes and frozen low-fat desserts. Close to half of their total grocery bill (47%) is made up by weight-management products.

A third group identified by Catalina, Unconcerned Families, is made up of those who usually don’t concern themselves with nutrition, but do buy weight-management products. Shoppers who belong to the segment usually prefer kid-friendly foods that taste good, as many are shopping for their children.

Calorie Conscious consumers are low-fat dieters who care more about nutritional content than brand-endorsed diets. These shoppers are most responsive to educational marketing messages.